When crafting a message for any audience, it’s often difficult to organize the key points you need to convey in a way that both interests and educates your audience. Here are three recommendations:
Problem, Solution, Result—with this organization, you are focusing on a problem your audience faces, or if you’re conveying a specific case history, the problem a client or other third party faced. You follow that up with the solution to that problem, and finally what the results of the solution were.
What and Why? With this organization you craft your message using basic interview questions, always following up with “why?” For example,
- What happened?
- What is the significance of this event?
- Who benefitted? (or suffered)
- Who did it?
- What were the consequences? (or results)
- What are the details
- Why are the details important?
Who Did What To Whom? Sometimes your message is a case history, or best practice, or even a cautionary tale. In this case, you might organize your message to address these questions:
- Who did what to whom?
- Why, when, and where?
- What was the outcome?
- What do we learn from this event?
- Who should consider doing (or avoiding) the same?
As with any memorable message, make sure your final draft includes an engaging headline, Strong lead sentences for each section and paragraph, sufficient subheads to move the reader or audience along, and a strong reason for action. See our blogpost “24 checkpoints for any memorable message” for more information beyond message organization.